The backstory
MOW is a consortium of digital marketing companies, publishers and advertisers established by James Rosewell mainly as a lobbying body to serve as a thorn in Googles side.
In November 2020, the group filed a complaint with the CMA, which caused the opening of a formal probe into Googles strategy to phase out third-party cookies and replace them with a set of privacy-preserving APIs.
From there, Google and the CMA went back and forth for months hashing out a series of dedications addressing anticompetition issues over the Chrome Privacy Sandbox. The CMA also gathered public feedback, consisting of from publishers, advertisement trade orgs and advertisement tech companies, some of which was incorporated into a modified set of final– and now legally binding– dedications Google has actually guaranteed to roll out internationally.
The commitments consist of not preferencing Googles own websites and apps and working more openly with 3rd parties on development.
Problem is, those commitments dont mention the Android Privacy Sandbox– only the Chrome Privacy Sandbox.
Which pleads the question of whether the CMA has oversight into the advancement work that will be happening in the Android Privacy Sandbox on the long road to ultimate Google Ad ID deprecation.
” Uncertainty in the market”
In a statement released by the CMA on February 16– the same day Google announced the launch of its Android Privacy Sandbox– the competitors body stated Google had “notified us of its intents in this location” and “suggested that it intends to apply– on a voluntary basis– the principles of the dedications” it made for the Chrome Privacy Sandbox to the Android variation.
The CMA likewise kept in mind that its “conscious of the possible parallels with Apples AppTrackingTransparency framework.”
Well, some of those abovementioned “other market participants” are a little confused about the circumstance.
In the CMAs notice of objective to accept Googles modified Privacy Sandbox commitments launched in November, the regulator kept in mind that a person of its primary concerns related to Google causing “unpredictability in the market” over what particular alternative services will be offered to publishers and ad tech suppliers as soon as third-party cookies arent readily available in Chrome any longer.
” Yet Googles Android Privacy Sandbox announcement develops the very uncertainty the settlement agreement prohibits,” MOW argues. “This leaves only the impression that CMA either didnt recognize this– or deemed it acceptable.”
However what does that in fact imply for regulative scrutiny of the Android Privacy Sandbox?
Well, looks like Google is guaranteeing to be good, and the CMA is assuring to keep its eyes open. However unless the CMA reopens its Privacy Sandbox investigation or begins a new one, it appears like the regulator is going to just need to take Google at its word.
The CMA– which does have the authority to directly manage Googles advancement work in the Chrome Privacy Sandbox (and its going to be a huge task)– is likewise in the midst of dealing with the last version of its market research study into Apples and Googles mobile ecosystems. That report will include a take a look at Apples ATT and, seemingly, the Android Privacy Sandbox.
That report will be launched by June 14.

The sandbox legend continues.
Google has actually pledged to work carefully with regulators on its freshly revealed Android Privacy Sandbox and willingly use the very same binding principles to Android that it simply concurred on with the UKs Competition and Market Authority (CMA) to govern the Chrome Privacy Sandbox.
But individuals whose grievance first set off the CMAs now-settled investigation over antitrust concerns about the Chrome Privacy Sandbox are feeling pretty hesitant about whether Google will actually adhere to its commitments when it pertains to Android.
In brief: “Google seems playing loose and quick with their dedications– and the CMA seem to be unconcerned,” Movement for an Open Web (MOW) said in a declaration Friday.